Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Candles - US - August 2009

The US candles market has suffered substantial losses since 2006, as it faces an ongoing recession, soaring materials costs, and poor sales during recent holiday seasons. Mintel predicts that sales will continue to suffer in the current economic atmosphere, but that relief should arrive after 2010. Potential for real growth depends on developing products that meet the many air freshening and decorating needs of consumers, as well as communicating the wide range of benefits that the category delivers.

This report features in-depth analysis of these factors, as well as close examination of the following:

  • How to market to consumers who are skipping discretionary purchases of candles
  • How the declining housing market directly impacts sales of candles
  • How soy and other eco-friendly candles tap into consumer desire to appear “green”
  • The role of design in candle marketing, and how candles can be better positioned as décor
  • The role of health & wellness in marketing candles as aromatherapy and relaxation aids
  • Competition from sprays and plug-ins as the air care market grows

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising Creative
                • Abbreviations and terms
                • Executive Summary

                  • Overview
                    • Insights and opportunities
                      • Competing with non-candle air care
                        • Insect-repelling candles can do more
                          • Marketing in a recession
                            • FDM brands have potential to expand into other retail channels
                              • Market sales hurt by souring economy, increasing materials costs, poor 2008 holiday season
                                • FDMx channels dwarfed by other channels, but hurt less in recession
                                  • Candle sales down as home sales fall; trend for candles as air care can help
                                    • New/existing home sales down
                                      • Other air freshener products impinge potential for candles as air care
                                        • SCJ leads FDMx market; Yankee tops sales through all other channels
                                          • Brand qualities
                                            • Candle décor
                                              • Eco-candles
                                                • Candles that aid relaxation
                                                  • Glade’s appeal to tightening household budgets
                                                    • The candle consumer
                                                      • Usage
                                                        • Frequency of use
                                                          • Candle spend
                                                            • Purchasing habits and trends
                                                              • Candle purchase locations
                                                                • Brands purchased
                                                                  • Attitudes and motivations
                                                                    • Race and Hispanic origin
                                                                    • Insights and Opportunities

                                                                      • Competing with sprays and plug-ins
                                                                        • A candle to better handle pests
                                                                          • Answering the call for more value in the face of recession
                                                                            • FDM manufacturers should expand into other retail settings
                                                                            • Inspire Insights

                                                                              • Home of the Senses
                                                                                • What's it about?
                                                                                  • What we've seen/what it means
                                                                                    • Implications
                                                                                      • Home as Chameleon
                                                                                      • Market Size and Forecast

                                                                                        • Key points
                                                                                          • Ongoing recession causes sales loss
                                                                                            • Crude oil prices impact materials costs
                                                                                              • Seasonal sales account for 35% of all sales
                                                                                                • Sales of candles
                                                                                                  • Figure 1: Total U.S. sales and forecast of candles, at current prices, 2004-14
                                                                                                  • Figure 2: Total U.S. sales and forecast of candles, at inflation-adjusted prices, 2004-14
                                                                                                • Walmart sales
                                                                                                • Competitive Context

                                                                                                  • Air care heats up, within and outside the market
                                                                                                    • The new competitive front: green candles
                                                                                                      • Ongoing recession hits the candle market
                                                                                                        • Figure 3: Usage of candles compared to other types of air fresheners, January 2008 and May-June 2009
                                                                                                    • Retail Channels—Overview

                                                                                                      • Key points
                                                                                                        • Non-FDMx stores account for majority of the market
                                                                                                          • FDMx channels and all other retailers sales of candles
                                                                                                            • Figure 4: U.S. sales of candles, segmented by channel, 2008-09
                                                                                                        • FDMx Retailers

                                                                                                          • Key points
                                                                                                            • FDMx must find further merchandising opportunities
                                                                                                              • Sales of candles through food, drug, and mass stores
                                                                                                                • Figure 5: Total U.S. sales and forecast of FDMx candles, at current prices, 2004-14
                                                                                                                • Figure 6: Total U.S. sales and forecast of FDMx candles, at inflation-adjusted prices, 2004-14
                                                                                                            • All Other Retailers

                                                                                                              • Key points
                                                                                                                • “Other” retailers comprise a wide range of channels
                                                                                                                  • Candle specialty stores
                                                                                                                    • Internet sellers
                                                                                                                      • Catalogs
                                                                                                                        • Direct-sellers
                                                                                                                          • Sales of candles through all other retailers
                                                                                                                            • Figure 7: Total U.S. sales and forecast of all other retailers candles (non-FDMx), at current prices, 2004-14
                                                                                                                            • Figure 8: Total U.S. sales and forecast of all other retailers candles (non-FDMx), at inflation-adjusted prices, 2004-14
                                                                                                                        • Market Drivers

                                                                                                                          • Key points
                                                                                                                            • New/existing home sales, home building down, negatively impact the candles market
                                                                                                                                • Figure 9: Sales of new single-family homes, 2006-09
                                                                                                                                • Figure 10: Sales of existing single-family homes, 2006-09
                                                                                                                                • Figure 11: Housing starts, 2006-09
                                                                                                                              • Rising unemployment also means less candle buying
                                                                                                                                • Figure 12: U.S. unemployment rate, 2006-09
                                                                                                                              • Scented candles face competition from other types of air fresheners
                                                                                                                                  • Figure 13: Usage of candles compared to other types of air fresheners, by gender, January 2008 and May-June 2009
                                                                                                                                • Women represent primary candle buyers, but men participate
                                                                                                                                    • Figure 14: Frequency of buying candles, by gender, 2005-09
                                                                                                                                • Leading FDMx Companies

                                                                                                                                  • Key points
                                                                                                                                    • SC Johnson still leads, but loses sales
                                                                                                                                      • Figure 15: FDMx sales of leading candle companies, 2008-09
                                                                                                                                  • Brand Share—FDMx Brands

                                                                                                                                    • Key points
                                                                                                                                      • Leading brands feel the recessionary downturn
                                                                                                                                        • SC Johnson
                                                                                                                                          • Lancaster
                                                                                                                                            • Procter & Gamble
                                                                                                                                              • Reed
                                                                                                                                                • Signature Brands
                                                                                                                                                  • Figure 16: FDM brand sales of candles, 2008-09
                                                                                                                                              • Brand Share—Specialty Brands

                                                                                                                                                • Key points
                                                                                                                                                  • Overview
                                                                                                                                                    • Yankee Candle
                                                                                                                                                      • Hanna’s Candle Co.
                                                                                                                                                        • Chesapeake Bay Candle
                                                                                                                                                          • PartyLite
                                                                                                                                                            • Village Candle
                                                                                                                                                              • Aromatique, Inc.
                                                                                                                                                              • Brand Qualities

                                                                                                                                                                • Companies vie for design-conscious consumers
                                                                                                                                                                  • Eco-friendly candles are heating up competition
                                                                                                                                                                    • Candles as stress relievers
                                                                                                                                                                      • Glade appeals to the thrifty consumer
                                                                                                                                                                      • Innovation and Innovators

                                                                                                                                                                        • Seasonal candles still biggest trend; botanical, green candles on the rise
                                                                                                                                                                          • Figure 17: Trends in candle claims in new U.S. candle product launches, 2003-09
                                                                                                                                                                        • Body care candles takes the pampering trend a step further
                                                                                                                                                                          • Eco-friendly candles
                                                                                                                                                                            • Specialty candles for fun, uniqueness
                                                                                                                                                                            • Advertising and Promotion

                                                                                                                                                                              • Overview
                                                                                                                                                                                • Web marketing
                                                                                                                                                                                  • Yankee
                                                                                                                                                                                    • Glade
                                                                                                                                                                                      • Febreze
                                                                                                                                                                                        • TV spots—marketing Glade candles in a recession
                                                                                                                                                                                          • Glade
                                                                                                                                                                                            • Figure 18: Glade Scented Oil Candles, 2008
                                                                                                                                                                                            • Figure 19: Glade Scented Oil Candles, 2008
                                                                                                                                                                                            • Figure 20: Glade Scented Oil Candles, 2008
                                                                                                                                                                                        • Usage

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Usage of candles as air fresheners slips more than other fresheners
                                                                                                                                                                                              • Figure 21: Usage of candles compared to other types of air fresheners, by gender, January 2008 and May-June 2009
                                                                                                                                                                                              • Figure 22: Usage of candles compared to other types of air fresheners, by age, May-June 2009
                                                                                                                                                                                          • Frequency of Use

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Purchase frequency is down significantly
                                                                                                                                                                                                  • Figure 23: Frequency of buying candles and air fresheners, by gender, May-June 2009
                                                                                                                                                                                                  • Figure 24: Frequency of buying candles and air fresheners, by age, May-June 2009
                                                                                                                                                                                              • Candle Spend

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Full-time employment, higher income, mean higher candle spending
                                                                                                                                                                                                    • Figure 25: Spending per purchase on candles, May-June 2009
                                                                                                                                                                                                    • Figure 26: Change from last year in spending on candles, May-June 2009
                                                                                                                                                                                                • Purchasing Habits and Trends

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • More people are not buying candles
                                                                                                                                                                                                      • Figure 27: Types of candles purchased in the last three months, by gender, January 2008 and May-June 2009
                                                                                                                                                                                                      • Figure 28: Types of candles purchased in the last three months, by age, May-June 2009
                                                                                                                                                                                                  • Candle Purchase Locations

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Mass stores most used, but all channels down from 2008
                                                                                                                                                                                                        • Figure 29: Typical retail location for candle purchases, by age, May-June 2009
                                                                                                                                                                                                        • Figure 30: Typical retail location for candle purchases, by household income, May-June 2009
                                                                                                                                                                                                    • Brands Purchased

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Leading brands continue as candles of choice
                                                                                                                                                                                                          • Figure 31: Candle brands purchased in past two years, January 2008 and May-June 2009
                                                                                                                                                                                                          • Figure 32: Candle brands purchased in past two years, by age, May-June 2009
                                                                                                                                                                                                          • Figure 33: Candle brands purchased in past two years, by household income, May-June 2009
                                                                                                                                                                                                      • Attitudes and Motivations

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Most still use candles for air care; interest in soy candles grows
                                                                                                                                                                                                              • Figure 34: Attitudes towards candle products, January 2008 and May-June 2009
                                                                                                                                                                                                              • Figure 35: Attitudes towards candle products, by age, May-June 2009
                                                                                                                                                                                                          • Race and Ethnicity

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Blacks most likely to use non-candle air care products
                                                                                                                                                                                                                • Figure 36: Usage of candles compared to other types of air fresheners, by race/ethnicity, May-June 2009
                                                                                                                                                                                                              • Whites report fewer purchases of most types of candles
                                                                                                                                                                                                                  • Figure 37: Types of candles purchased in the last three months, by race/ethnicity, May-June 2009
                                                                                                                                                                                                                • All races buy non-candle air fresheners more than candle air fresheners
                                                                                                                                                                                                                    • Figure 38: Frequency of buying candles and air fresheners, by race/ethnicity, May-June 2009
                                                                                                                                                                                                                  • Ethnicities follow the norm for brand preference
                                                                                                                                                                                                                    • Figure 39: Candle brands purchased in past two years, by race/ethnicity, May-June 2009
                                                                                                                                                                                                                  • Blacks buy at dollar stores much more than other ethnicities; Asians prefer department stores
                                                                                                                                                                                                                    • Figure 40: Typical retail location for candle purchases, by race/ethnicity, May-June 2009
                                                                                                                                                                                                                  • Whites appear less engaged in the candle market than other ethnicities
                                                                                                                                                                                                                      • Figure 41: Attitudes towards candle products, by race/ethnicity, May-June 2009
                                                                                                                                                                                                                  • Cluster Analysis

                                                                                                                                                                                                                      • Candle Lovers
                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                          • Wax-waners
                                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                                              • Utilitarians
                                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                                  • Figure 42: Candle and air-freshener clusters, June 2009
                                                                                                                                                                                                                                  • Figure 43: Usage of candles compared to other types of air fresheners, by candle and air-freshener clusters, June 2009
                                                                                                                                                                                                                                  • Figure 44: Spending on candles, by candle and air-freshener clusters, June 2009
                                                                                                                                                                                                                                  • Figure 45: Spending on candles compared to a year ago, by candle and air-freshener clusters, June 2009
                                                                                                                                                                                                                                  • Figure 46: Types of candles bought in the past three months, by candle and air-freshener clusters, June 2009
                                                                                                                                                                                                                                  • Figure 47: Typical retail location for candle purchases, by candle and air-freshener clusters, June 2009
                                                                                                                                                                                                                                  • Figure 48: Candles bought for self or as a gift, by candle and air-freshener clusters, June 2009
                                                                                                                                                                                                                                  • Figure 49: Attitudes towards candle products, by candle and air-freshener clusters, June 2009
                                                                                                                                                                                                                                  • Figure 50: Candle and air-freshener clusters, by gender, June 2009
                                                                                                                                                                                                                                  • Figure 51: Candle and air-freshener clusters, by age, June 2009
                                                                                                                                                                                                                                  • Figure 52: Candle and air-freshener clusters, by household income, June 2009
                                                                                                                                                                                                                                  • Figure 53: Candle and air-freshener clusters, by race/ethnicity, June 2009
                                                                                                                                                                                                                                  • Figure 54: Candle and air-freshener clusters by Hispanic origin, June 2009
                                                                                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • The number of HHs with kids declines
                                                                                                                                                                                                                                    • Households with kids buy more candles/air fresheners
                                                                                                                                                                                                                                        • Figure 55: Types of air fresheners used, by presence of children in the HH, May-June 2009
                                                                                                                                                                                                                                      • Presence of children is linked to frequent candle purchases
                                                                                                                                                                                                                                          • Figure 56: Frequency of buying candles and home air fresheners, by presence of children in the HH, May-June 2009
                                                                                                                                                                                                                                        • Presence of children means more spending on candles
                                                                                                                                                                                                                                            • Figure 57: Spending on candles, by presence of children in the HH, May-June 2009
                                                                                                                                                                                                                                          • HHs with kids buy more of all types of candles
                                                                                                                                                                                                                                              • Figure 58: Types of candles bought in the past three months, by presence of children in the HH, May-June 2009
                                                                                                                                                                                                                                            • HHs with kids buy more of all brands
                                                                                                                                                                                                                                                • Figure 59: Candle brands bought in the past two years, by presence of children in the HH, May-June 2009
                                                                                                                                                                                                                                              • Attitudes and motivations among HHs with kids
                                                                                                                                                                                                                                                  • Figure 60: Attitudes towards candle products, by presence of children in the HH, May-June 2009
                                                                                                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                • Usage
                                                                                                                                                                                                                                                    • Figure 61: Usage of candles compared to other types of air fresheners, by household income, May-June 2009
                                                                                                                                                                                                                                                  • Frequency of use
                                                                                                                                                                                                                                                      • Figure 62: Frequency of buying candles and air fresheners, by household income, May-June 2009
                                                                                                                                                                                                                                                    • Candle spend
                                                                                                                                                                                                                                                        • Figure 63: Spending on candles compared to a year ago, by gender, age hh income, race/ethnicity, employment, religion, May-June 2009
                                                                                                                                                                                                                                                      • Purchasing habits and trends
                                                                                                                                                                                                                                                          • Figure 64: Types of candles purchased in the last three months, by hh income, May-June 2009
                                                                                                                                                                                                                                                        • Attitudes and motivations
                                                                                                                                                                                                                                                            • Figure 65: Attitudes towards candle products, by hh income, May-June 2009
                                                                                                                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                                          • American Greetings Corporation
                                                                                                                                                                                                                                                          • American Herbal Products Association
                                                                                                                                                                                                                                                          • Avon USA
                                                                                                                                                                                                                                                          • Bath & Body Works
                                                                                                                                                                                                                                                          • Blyth Inc.
                                                                                                                                                                                                                                                          • Chesapeake Corporation
                                                                                                                                                                                                                                                          • Crate & Barrel
                                                                                                                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                                                                                                                          • Greenfield Online
                                                                                                                                                                                                                                                          • Henkel Corporation
                                                                                                                                                                                                                                                          • Hershey Company, The
                                                                                                                                                                                                                                                          • Home Depot (USA)
                                                                                                                                                                                                                                                          • Imperial Chemical Industries PLC
                                                                                                                                                                                                                                                          • Lancaster Colony Corporation
                                                                                                                                                                                                                                                          • Linens 'n Things, Inc
                                                                                                                                                                                                                                                          • Method Products, Inc.
                                                                                                                                                                                                                                                          • National Association of Realtors (NAR)
                                                                                                                                                                                                                                                          • National Candle Association
                                                                                                                                                                                                                                                          • PartyLite Worldwide Inc.
                                                                                                                                                                                                                                                          • Pier 1 Imports, Inc
                                                                                                                                                                                                                                                          • Pottery Barn
                                                                                                                                                                                                                                                          • Procter & Gamble Company (The)
                                                                                                                                                                                                                                                          • Procter & Gamble USA
                                                                                                                                                                                                                                                          • Reckitt Benckiser USA
                                                                                                                                                                                                                                                          • Reed Candle Company
                                                                                                                                                                                                                                                          • Rokeach Food Corporation
                                                                                                                                                                                                                                                          • S.C. Johnson & Son, Inc.
                                                                                                                                                                                                                                                          • Signature Brands LLC
                                                                                                                                                                                                                                                          • Target Corporation
                                                                                                                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                          • U.S. Bureau of the Census
                                                                                                                                                                                                                                                          • Victoria's Secret
                                                                                                                                                                                                                                                          • Walmart Stores (USA)
                                                                                                                                                                                                                                                          • Yankee Candle Company Inc., The

                                                                                                                                                                                                                                                          Candles - US - August 2009

                                                                                                                                                                                                                                                          £3,277.28 (Excl.Tax)